The impersonal writing style is used when more distance is needed in a message. For example, job descriptions, policy statements and many reports.
Personal style is characterized by the use of first and second person pronouns "I, we, us, ours, you, yours" and so forth. The impersonal can be created in three ways: (a) the use of the impersonal pronoun "one" (This is seldom used in business because of its formality); (b) the use of third person pronouns: "he, she, their, its" and so on, and (c) the use of job titles such as electrical engineer, sales representative and so on.
One final point should be made about writing styles: do not mix the two. The result will sound garbled: friendly one moment, detached the next.
5. Outline and Organize the Material Before Writing
If you want your writing to be clear and easy to follow, you should decide what you are going to say before you start to write.
You can't let your readers get confused when you move from one point to the next or when you change the direction of your ideas. In other words, your message should be so well organized that there is unity and coherence in it. A good method to achieve unity and coherence is to make a mental or written outline before writing. There are two basic patterns to follow in organizing your ideas.
5.1. Two basic patterns of organization
Two basic patterns of organization are available for outlining ideas: inductive and deductive.
Inductive organization is also known as the indirect pattern outline that means beginning with the specific facts that are obvious and moving to a general conclusion. The following example shows how this pattern functions.
Facts: a. Today, the outdoor temperature is 33.
b: The temperature in my office today is 30.
c. No air is circulating in my office.
Conclusion: The air-conditioner in my office isn't functioning today.
Deduction organization is also called the direct pattern outline. This pattern begins with a conclusion, and works backward to try to find the facts on which the conclusions are based. For the same situation, the deductive pattern would be:
Conclusion: The air-conditioner in my office isn't functioning today because ...
Facts: a. No air is circulating in my office.
b. The temperature in my office today is 30.
c. Today, the outdoor temperature is 33.
There are many variations of the inductive and deductive patterns: the cause/effect development, the problem/solution development, the comparison/contrast development and so on. Here, we won’t analyze which pattern or which variation we will use. We simply know that for certain types of information, one pattern or variation is better than the other. For example, favorable messages follow the deductive or direct method, while unfavorable messages use inductive or indirect method.
Be aware of the two basic patterns and variations and choose a suitable one in organizing your ideas to assure that your reader will understand how each idea relates to the others in your message.
5.2. Careful paragraphing
Once you have decided on a pattern of organization for your message, you must construct paragraphs carefully. Clear paragraphing promotes comprehension and is particularly necessary when a message deals with a number of things.
Good paragraphing is easy to master. Essentially, a paragraph should contain only one main, complete idea. A topic subheading or the initial sentence usually indicates the principal idea. Each sentence in the paragraph should contribute to the main idea.
Short paragraphs are preferable. But avoid too many short, jerky paragraphs.

Exercise
Improve the following sentences:
1. Mr. Smith wrote to Mr. Wang that he had received his order.
2. We have duly received your order, for which please accept our thanks.
3. We have ordered the goods, and they will be received by us in two weeks.
4. We hope to receive your catalogue by return mail. Thanking you in advance.
5. Your letter of recent date to hand and contents noted with thanks. We shall appreciate a line from you at an earliest date.